Scott Forsythe

by Scott Forsythe | Industry News

[fusion_text]It’s been a few months since Google launched their newest version of AdWords Editor. With some time to evaluate the look, feel, and usability of the new AWE, it’s time for some grades. And whether or not you’ve made the switch yet, the details below should help you navigate and use AWE 11 to the fullest.

The new stylish layout, the ability to open multiple accounts at once, and the useful new hot keys are all noteworthy features. The previous edition of AWE was a serviceable tool, and everyone knows the age old saying of, “if it ain’t broke, don’t download the new version.” However, with AWE 11, Google has definitely captured a “well, that’s neat” user-reaction, and although this version gets an overall passing grade, there are still some areas that could use improvement. Here is the report card for AdWords Editor 11:

  • Layout:                                              B –
  • Multiple Accounts At Once:           B +
  • Hot Keys:                                          A
  • Campaign Level Selecting:            A +
  • Undo/Redo:                                      A
  • Posting Changes:                             C –

 

Layout (B -)

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The Type List area is a brand new addition to the layout. You can think of it like an addition to the account tree structure, but for specific categories (i.e. campaigns, ad groups, keywords and targeting, and ads and extensions). One cool feature is the number in parentheses that lets you know how many of these types you have in that category. However, the type list is not very user-friendly and takes some getting used to. Because it is so integral to navigating the editor, this is where the layout loses some points. Having ad groups, keywords, ad extensions, etc. tabs across the top of the Data Analysis Section has always been how we are used to seeing these categories, e.g. in the last AWE version and the current AdWords interface.

Even though I have started to get used to this navigational change, it is still a bit quirky. So, the grade for AWE 11’s layout is a B-.

 

Open Multiple Accounts At Once (B +)

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With AWE 11, you open accounts through an Account Manager, which can be linked to accounts individually or directly to an MCC (My Client Center).  From here, you can open as many of your accounts as your little PPC heart desires. My grade for this new feature is more of a caution for PPC professionals than a knock against Google’s execution. Be careful that if you are opening account pop-out windows like you’re trying to book airline tickets for the holidays, it’s really easy to get confused. This is the only reason I gave opening multiple accounts a B+.

One of the key benefits of no longer having to switch between accounts is that you can simply drag and drop campaigns, ad groups, etc. if you would like to copy them to a new account window.  For example, this is very useful if you have separate accounts for international efforts and you need to duplicate ad copy, etc. across those accounts. Just make sure that your new “Sexy and Sleek Eyeliner” ad copy isn’t going live in your Muscle Man Hardware account.

 

Hot Hot Hotkeys (A)

Within AWE 11, pressing ‘Ctrl + ?’ will bring up the keyboard short cuts and combo keys. This option allows you to traverse the Editor more seamlessly than before. Without any large pitfalls, my grade here rewards the positive potential of hotkeys even if users don’t take advantage of them. Here are some of my favorites:

  • Ctrl + Z/Y = Undo/Redo
    These go without saying, but I use them all the time. Don’t forget about them!
  • Ctrl + O = Open accounts manager
    When you want to switch things up and open a new account window.
  • Ctrl + Shift + B = Bids Adjustments
    Select any assortment of keywords, even from different ad groups, then use this to change the bids.
  • Ctl + Shift + I = Import from text
    Paste straight from your clip board into the import grid. Great for when pasting from Excel!
  • Lastly, check out the Shortcut List for Combo Keys
    These can navigate you around AWE 11 in seconds.

 

Selecting at the Campaign and Ad Group Level (A +)

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The inability to select multiple campaigns or ad groups in the tree structure was a constant frustration with AWE 10.6.  This new functionality is one of the most useful new features. Now, all you have to do is use the tree structure, hold Ctrl and select the campaigns/ad groups you want. Then you can select any of the items in the Type List (i.e. Ad groups, Keywords, Ads) and you’ll be able to see those in aggregate! I wish I could give this feature a higher grade than an A+.

 

Undo/Redo (A)

The new Undo and Redo features of AWE 11 are much more functional.  Not that the previous ones weren’t passable, but these new additions are top of the class. You still use Ctrl + Z/Y for singular, immediate instances of a mistake, but the new drop down allows you to actually select the particular actions you want to undo or redo.  And you can hold Control and select a group of changes you want to undo/redo.

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Posting Changes (C -)

Lastly, when posting or checking changes with the new AWE, the display format is entirely unintuitive. The old format, on the left in the screenshot below, is readable and therefore easy to double-check. The AWE 11 format is scattered and unclear. It’s difficult to see what changes were actually made because you sometimes have to scroll to see your changes.

So, there are two main reasons the Posting Changes feature has received the lowest grade. First, the default setting for AWE 10.6 is “All Campaigns”, while “Selected Campaigns” is the default setting for the new AWE. Second, not all of the changes are visible and easily understood.

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In conclusion, I would highly recommend that anyone in the PPC community download the newest AWE to improve their workflow and increase their productivity. And hey, if you don’t like it, you can always download go back to the old version! At least for now anyway… Thanks for reading![/fusion_text]

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